Client Experience and Digital Strategy Executive
Martin Lange is an executive with deep expertise and passion for digital, client-centric product and service design.
At BNY Mellon he was tapped by the Chief Digital Officer to build and head up the Client Experience Strategy team as part of the overall goal to digitally transform the bank. Martin established the CX Strategy practice from ground up, defining its scope, hiring and grooming the team and developing working methodologies and identifying required tools. He puts great emphasis on combining deep client research with new, creative ideation and solutioning techniques to define the future client experience. This approach allowed his team to play a crucial strategic design role among the cross-functional teams tasked to re-imagine key client journeys. He empowered the organization by not only building the core capability but also establishing a wide-ranging training and advocacy program.
In his career Martin has a consistent track record of successfully developing new, innovative capabilities (thought leadership, people, ways of working, tools, advocacy) within the firms he has worked in and the clients he has consulted. He works in complex stakeholder environments understanding their individual needs and aligning new capabilities to their goals.
In his previous roles at Ogilvy, New York he was asked to develop Ogilvy’s global mobile marketing capability. He served as the Head of mobile@Ogilvy, defining its focus and providing thought leadership to internal teams and its clients. He developed the criteria and short list for a critical acquisition of a mobile app design firm and co-led the integration of their services into the overall agency offering.
In his capacity as digital strategy consultant both at Ogilvy in New York and at argonauten G2 in Berlin (then a leading digital agency) he helped clients spearhead new approaches to centering their marketing efforts on digital platforms. This included complex website design (e.g. for Coca-Cola, Dupont, Volkswagen, Berlin Philharmonic Orchestra), embracing the mobile ecosystem (for e.g. Famous Footwear, Nestle, FM Global) or establishing a social media and content center of excellence (for e.g. Merck, Pfizer). Critical in all these initiatives was his focus on customers’ informational and utilitarian needs to inform the design of a successful experience.
Martin successfully led a multi-million-dollar P&L as Managing Director of the Berlin office of argonauten G2 with a staff of 60 designers, client execs and technologists. In this time the teams he led won global pitches for Coca-Cola, Volkswagen and La Prairie among others.
His speaking engagements range from the Cannes Lions Festival, Mobile World Congress to Harvard Business School. He is a published author and winner of WPP’s Atticus Award. He has been honored to be a jury member for the Mobile category at the Cannes Lions Festival in 2013. He is currently serving as advisor on the Design Standards Board for General Assembly.
Martin holds a degree as “Diplom Kaufmann” (equivalent to MBA) from the Westfaelische-Wilhelms Universitaet in Muenster, Germany. He was also a certified participant in the Advanced Management Program at USC Marshall School of Business in Los Angeles, USA.